Change in Power in the Media and Innovative Ways to Do Politics in Mexico

Abstract

The advent of internet and other similar technologies has changed the traditional social and political relationships. Since 2015, in Mexico, some election wins have showed that it is possible to win without any support from the mainstream media or, indeed, without being backed by a big political party. Most of the political campaign is then developed through the social networks and digital activism. This article is mainly aimed at understanding the impact of the social networks on the design of campaign strategies, i.e., how to conciliate the interests from different actors and elites in a new hyperconnectivity context.